Consumer Behavior MK 527Paulina Jaswiec

Socio-culture environment and the affects on consumer behavior

cultural affects on consumer behavior

Japan’s

Introduction CB+ Social- Cultural Environment

Background ▪ Culture is educated to

individuals in their daily life’s by other individuals and institutions

▪ “consumer behavior is largely dependent on culture factors, of mutually shared operating procedures, unstated assumptions, tools, norms, values, standards for preserving, believing, evaluating and communicating.” Andrew Masiglia

▪ environmental stimuli

▪ marketing stimuli

The LAWS of CULTURE

• Culture is shared, & learned.

• Culture fulfills needs in societies.

• Culture develops language, symbols, rituals and peoples identities.

• Culture constantly evolves.

Framework interpreting the mindset of:

Old World Japan

▪ Wisest/ Prideful

▪ value their achievements and traditions.

▪ life philosophy plays a big role in every life and throughout their existence in this world.

▪ extreme measure of discipline, health, public order, environmental respect, simplicity, craftsmanship, cohabitation, and quality service

EDO Period

EDO Lifestyle Old World Japan

▪ Forced into a 15-year period of studies that were divided into scholastic and human development.

▪ The scholastic part: chosen for you and it always (depending on the wealth of your parent, where you lived, your ancestral back ground)

▪ One could never aspire to become something better than his parents, however it was possible to become better than this parent at what they do

▪ Human development was a mandatory expectancy and consisted of art, dance, theatrics, sculpting, architecting, sports, and meditation. Working became known as a art.

This is why cooks were the most skilled knifemen, fighting became a dance to the death, and farming was known as becoming one with the earth.

Framework interpreting the mindset of:

New World Japan

▪ The Lost Children

▪ Losing TRADITONAL roots

▪ adapting to a routine that fits there current situation

▪ Economic downturn

▪ Individuality movement

▪ Quality of Life

▪ Living separately

Post EDO Lifestyle New World Japan

▪ EDO generation believe this the new generation is loosing its traditional roots and adopting to the European/ American lifestyle.

▪ No longer was youth looking for high quality at a high price, but affordability

▪ They want to work smart and hard.

Behavior Principles

Independent Individualistic Self-fulfilling

POST EDO

EDO AchieversControllers CollectivismPower Distance

EDO

▪ Hard work + quality nutritious+ active lifestyle + stricter rules= healthier/longer living.

▪ Currently people live till 82.7 years (IMB, 2010).

▪ Spend time looking for a quality item for a better offer, discount, or sale

▪ Want youth to be in school- just as they did

▪ Want tradition back

POST EDO

▪ Affordability: along with independence comes more bills, & less spending money

▪ Women empowerment: Clothes become more reveling & social expectance in gatherings

▪ Balance lifestyle: more hobbies, and at home activities

POST EDO Marketing Strategies- less materialistic Low End Demands • Affordablility: (Tesco, Target,

McDonald, Ikea, Walmart) • Women empowerment: shopping

experience• Balance lifestyles: software/

smartphones/ gaming/ computer/ tech/ and video opportunities

• Compact lifestyles- compact products

• Value- timeless, simple design that is durable

• Open to new influence, trends, & products

• Online Segment 

EDO Marketing Strategies- hunt for valueHigh End Demands • Look for Novelty & have

high standards- value fresh items, quality, and craftsmanship

• Expect Best service and quality at a bargain price or they lose interest

• Always make sure the price is the same across all markets- if you are caught with a higher price you lose credibility in their eyes  

Contemporary vs Traditional Worlds

 Youth:

According to the HRO, Japanese youth have been classified as the, “smart consumers.” The will put in their research to find the best options before making a purchase as well as consider any potential health related issues, the environmental impacts and where the product was produced (Hro, 2007). Elderly:

According to Ceanus, Japanese elders have been classified as the, “most demanding customers.” Quality and Stature are on the top of their shopping list. Knowing this, most companies will over staff their facilities to ensure that each target shopper gets the absolute best service. This type of customer will even go as far as to rate the packaging, warranty time frame, customer buying experience, and expects no defects (HRO, 2007).

Reference • Ceanus. (2012, March). Japan’s Consumer Trends and Opportunities. Ceanus Marketing by Dzolin- taking

your business to Japan. Retrieved from: http://www.oceanus marketing.com/2012/03/24/japan%E2%80%99s-consumer-trends-and-opportunities

• HRO. (2007, March). Understanding the Japanese’s Mindset. HRO Today Magazine, Vol. 6, No. 2. Family Involvement. Retrieved from: http://www.hrotoday.com/content/1640/ understanding-japanese-mindset

• Kotler, P. (2003). Marketing Management. 11th edition, Prentice-Hall India. ISBN 10: 0130497150 • IMB. (2010, March). The Japanese Consumer: Behaviour, Attitudes and Perceptions toward Food

Products. International Market Bureau: Market Analysis Report. Canada, Ottawa. ISSN 1920-6593• Marsiglia, A. (2010, December 26th). Cultural Effects on Consumer Behaviour. www.lead_inspire. com.

Retrieved from: http://lead-inspire.com/Papers-Articles/Leadership-Management/Cultural%20Effects%20on%20Consumer %20Behavior%20Paper%20122610.pdf

• Salsberg, B. (2010, March). The new Japanese consumer: The attitudes and behavior of Japanese consumers are shifting dramatically, presenting opportunities and challenges for companies in the world’s second-largest retail market. McKinsey & Company- Quarterly Review. Retrieved from: http://www.mckinsey.com/ insights/consumer_and_retail/the.new_japanese_consumer